The ad manipulates its message through comparing the images to that of the commonly known image of evolution from ape to man, through manipulating the facial expressions on the model to present information (potentially irrelevant) about the individual's sense of happiness and self-confidence, and through manipulating the posture of the model throughout the photo series to exaggerate the impact of the fitness program advertised. Women are presented with advertisements like this on a regular basis and the cumulative impact of such a high number of advertisements ahs lead to a culture that objectifies the female image and encourages obsessive efforts to achieve and maintain an idealized (unrealistic) body type that is promised to bring attractiveness, success and happiness,...

(1998). Undressing the Ad: Reading Culture in Advertising. In Undressing the Ad: Reading Culture in Advertising. Pp. 1-17. New York, NY: Peter Lang Publishing.
Hammett, V.B. (1967). Psychological changes with physical fitness training. Canadian Medical Association Journal, 96(12), 764-769.

Lukas, Scott. (2002). The Gender Ads Project. Created in 2002, South Lake Tahoe, California. http://www.genderads.com Accessed on: November 23, 2010.

"New Theory of Evolution EAS Advertisement" http://www.ltcconline.net/lukas/gender/normal/pics/normal47.jpg Accessed on November 23, 2010.